Citrix Brand Film
Created at Buck during quarantine
In February of 2020, we all got together and started brainstorming on how to best create this film to launch the new Citrix rebrand. Then Covid hit. Work from home became the new reality for everyone. Over the next few months, we established a new way of working with remote talent around the world, even conducting a live action shoot over FaceTime from across the country, to create a brand film that I'm very proud of - all in stunning 4k.
From the initial stages, we wanted to find ways to juxtapose elements of humanity with the digital space that would speak the same visual language as the awesome new branding system created by the team at Athletics. So I came up with a way to use picture-in-picture as a living design tool where both worlds could interact with one another to tell this powerful new brand story.
Design Process
We started out working with basic shapes, light and texture.
We started out working with basic shapes, light and texture.
Then after concept and story development, moved into more shot-specific tests.
Big thanks to the team at Buck NY for bringing me in to lead this, and all the fantastic artists I got to work with around the world.
Prod Co: Buck
Agency: Athletics
Agency: Athletics
Director/CD: Anthony Furlong
CD: Daniel Oeffinger
CD: Daniel Oeffinger
Executive Producer: Joe Nash
Producer: Edward Tull
Producer: Edward Tull
Artists:
Chris Phillips
Jesper Lindborg
Nejc Polovsak
Chris Phillips
Jesper Lindborg
Nejc Polovsak
Vinicius Naldi
Tucker Klein
Sofia Pashaei
Yeojin Shin
Jeff Dragon
Jeff Dragon
Music and Audio: AntFood